A project dedicated to theme of sustainability and biodiversity launched by Donna Moderna, the benchmark magazine in the women’s segment.
An initiative that will actively involve its community, which today has a total audience of 12.2 million net users, plus almost 3 million fans on social networks: from a special issue that will tell about sustainability at 360 degrees, to a challenge that will challenge readers to adopt sustainable lifestyles up to a project that will create the largest urban apiary in Italy in Milan.
A collector’s number
“We worked on a collector’s issue, full of memorable stories, like that of Laura Conti, the first Italian ecologist. And embellished with big names: Michela Murgia told us about the green revolution of Pope Francis, Sara Rattaro the discoveries of the first ethologists and Fabio Genovesi the unpublished story of a child and his education in nature. It is a number to be kept also for the wealth of green advice in all areas, from furniture to cooking, from well-being to travel. In the knowledge that the smallest gesture of each of us can have an important impact in order to deliver a healthy planet to future generations “, declared Annalisa Monfreda, director of Donna Moderna.
The special issue
It starts with the issue on newsstands this week. An extraordinary number with columns and services that will talk about sustainability from different points of view, from the reuse of plastic to saving water and energy, and with the contribution of exceptional testimonials committed to the environment.
The special will be made for the first time with 100% recycled paper, which will be enhanced by a graphic design and a layout with green graphic elements, created exclusively for the magazine, to interpret the themes of the project.
Cover star actress Valeria Solarino, chosen by Donna Moderna for her commitment to a sustainable and essential lifestyle.
The launch event
Donna Moderna’s special project will be launched in a phygital event to be held tomorrow 24 March at 6.30 pm at the Fabbrica dell’Aria, the first scientific and technological innovation project that allows you to filter and purify indoor air, conceived by the scientist internationally renowned Stefano Mancuso and located at Green Media Lab in Milan.
During the event, Anna Favella, actress and sustainable thinker, Alessandro Armillotta, CEO AWorld and Giovanni Storti, actor and green activist will also have a talk with Stefano Mancuso.
The second phase of the project will proactively involve the Donna Moderna community: through a challenge, users and readers will be asked to directly adopt sustainable behaviors with a direct and measurable impact in CO2 savings. To this end, Donna Moderna has signed a special partnership with AWorld, the app selected by the UN to educate consumers on the impact that daily actions have on the environment and encourage the creation of new, more sustainable and traceable habits. Thanks to the app, users will be able to participate every day and calculate the amount of CO2 saved for each behavior adopted, actively contributing to the magazine’s objective of a reduction of at least 50 tons of CO2 in a month.
The beekeeping project
At the end of the challenge Donna Moderna will contribute to the shared commitment with its community, taking concrete action in support of the environment and society.
On 22 April, on the occasion of Earth Day, Donna Moderna in collaboration with Green Island / Alveari Urbani, will give life to the largest Italian urban beekeeping project at Cascina Merlata and the gardens of San Faustino in Milan, installing 17 wooden hives, which will welcome 17 bee families, giving life and ensuring the survival of more than 1,000,000 European bees.
A beekeeping initiative that aims to promote the reintroduction of bees in urban contexts, a fundamental step in the enhancement of biodiversity and ecosystem functioning.
The social campaign
The storytelling of the project will be developed for the entire duration of the initiative also on the Donna Moderna website and social channels to raise awareness and directly involve the community in the challenge and in the adoption of behaviors with a lower environmental impact.
The launch of the new special issue is supported by an advertising campaign created by CasiraghiGreco &, planned for print, digital, social, radio and digital out of home in the core districts of Milan.
Institutional partners of the project: Green media lab – AWorld – Urban beehives – Earth day.
Sponsor of the initiative:
The entire initiative was married to the main sponsor Finish, who together with Donna Moderna created a storytelling dedicated to sustainable actions to promote responsible use of water in the special issue and on the social media of the magazine. In fact, since 2019 Finish has been involved in the “Water in our hands” project with the aim of spreading an ever greater awareness of new behavioral patterns and new consumption habits aimed at protecting and safeguarding this extremely precious resource for the life of the our planet but, unfortunately, limited.